External and Internal Environment Analysis Essay

1101 Words Aug 29th, 2011 5 Pages
External and Internal Environmental Analysis
DSW is the leading footwear specialty retailer in the United States operating 305 shoe stores in 39 states as of January 30, 2010. The shoe warehouse offers a wide assortment of better-branded dress, casual and athletic footwear for women and men, as well as assessories. The company’s main focus is to create a distinctive shopping experience that satisfies both the rational and emotional needs of DSW customers by offering a vast, exciting assortment of in-season styles combined with the convenience and value they desire (DSW, Inc. 2009 Annual Report).
External Environmental Factor in the Remote, Industry, and External Operating Environments
Part of DSW’s external environment factor in the
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If a customer is not satisfied with his or her purchase, he or she can make a return or exchange that is easy and convient to the customer. The customer has up to 60 days to return the merchandise and receive a full refund. Like anything, though there are exceptions. If a customer receives merchandise as a gift the customer will receive credit in the form of an e-Gift Card. DSW returns made after 60 days with a receipt will be offered an e-Gift Card, equivalent to a full merchandise refund. Refunds made without a receipt will receive a DSW e-Gift Card equal to the selling price of the merchandise.
DSW maintains a loyalty program for their customers that continue to shop at DSW stores and dsw.com. Customers earn reward certificates that result in discounts on purchases customers plan to make in the future (DSW, Inc.).
DSW rewards their customers with special offers and certificates. Offer codes and certificates are available to their customers in a manner that is not difficult for the customers to obtain. The offer code or certificates are offered via email, mailers, dsw.com, and Reward Certificates.
DSW has weaknesses within the company that has to deal with website purchases, such as codes offered not working properly when used on DSW’s website, online orders not being able to be tracked, and certain DSW websites not available to customers online. Some of the codes offered are available to customers for online purchases only, and some